Tuesday, 12 March 2013

The Harlem Struggle

I have to admit when I first saw the Harlem Shake I spent good hour after watching all the videos on Youtube, thinking of ways that I could recreate my own. But today I came across a slightly different version of the dance that has sparked controversy worldwide. The Dutch Parkinson's Society released the video, 'Worst Shake Ever' that shows society chairman Eric Roos, shaking out of control after not taking his medication. Designed by Saatchi and Saatchi the strapline reads - 'Shaking, fun for some … daily struggle for others.' With the aim to raise awareness of the disease, the video has received mixed reviews with many feeling offended and finding the overall approach distasteful. Personally I think its genius. The fact that Saatchi and Saatchi have acknowledged the success of the Harlem Shake and applied to an organisation that struggles to gain media attention at the best of time, is brilliant. Tapping into worldwide trends is something that more brands should be taking note of, whether it be social, cultural or environmental. With over 90,000 views its clear that they have reached their goal of raising awareness even if it has caused a stir.